Request for Proposals for Marketing Services
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- Betty Greene
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1 Request for Proposals for Marketing Services Proposal Deadline: 5:00 PM; Monday, October 30, The Vacaville Downtown Business Improvement District. (DVBID), a nonprofit organization located in Vacaville, CA requests proposals for the development of a comprehensive strategic marketing plan. Questions regarding this RFP should be directed to donald.burrus@cityofvacaville.com no later than 5:00pm on October 27, Responses to all questions will be sent via within 3 days. Electronic submissions of the proposals are required and must be submitted to Kseymour@thatsmybank.com, Kathleen@katheleenramos.com, or Ed@FoxProps.com with RFP Submission for Marketing Services in the subject line. Summary With this Request for Proposal (RFP), DVBID seeks to acquire the services of a qualified marketing firm or consultant to help develop a comprehensive marketing strategy. DVBID invites proposals from interested marketing agencies with experience in brand development and management; marketing; social media strategy, implementation, and management; website design and development; and market research. Preference will be given to agencies with experience working with Main Street organizations and communities. Bidders must follow exactly, and be responsive to, ALL requirements of this RFP. It is the bidder s responsibility to provide all specified materials in the required form and format. Responses that are not in the required form and format will not be considered. The work to be performed will support DVBID s primary mission to develop Downtown Vacaville as the primary economic, cultural, and social center of the community; to educate the community on the unique assets and historical significance of the downtown area; and to promote and stimulate the improvement of these assets. Background The DVBID was originally formed in 1999 (named the Downtown Vacaville Business Association) and in 2000 the Downtown Vacaville Business Association transitioned from a 70 member voluntary association to a 350 member Business Improvement District. In 1980, the National Trust for Historic Preservation created the National Main Street Center to encourage revitalization in downtown areas that had become victims of urban sprawl. DVBID follows the Main Street Approach to downtown redevelopment, an approach which marries historic preservation and economic development using four key areas: Organization, Promotion, Design, and Economic Restructuring. The corporation is governed by a 15 member Board of Directors, which are elected by the BID membership. The funding for the organization comes from events and revenues generated by a fee paid by businesses within the BID boundary, and associate member business that reside outside of the BID boundary. The City of Vacaville also contributes substantially both financial and in kind contributions.
2 In 2016, the Downtown Vacaville Business Improvement District embarked on a long range strategic work plan. Some of the key components of the work plan include: 1. Position itself to become more focused on issue based advocacy and programs that benefit all stakeholders in downtown Vacaville. 2. Create and maintain memorable downtown experiences 3. Promote a safe, clean, attractive and inviting downtown 4. Create a comprehensive marketing strategy for downtown, including changing the name of the organization as Business Improvement District has no meaning to a potential business or customer. DVBID Statistics Year of Incorporation: 2000 Number of Employees: 2 Annual Budget: $170,000 DVBID Marketing Goals Working in collaboration with the Executive Team at DVBID, the marketing contractor will work toward: Evaluating current marketing efforts, both traditional and social media Design a step by step, comprehensive marketing strategy to best use our limited resources and grow our marketing efforts Build a media guide for DVBID to purchase advertising based on key demographics Overview of Marketing Campaign Mission o Develop an authentic, compelling brand image for downtown. o Create (24 36 months), multifaceted marketing campaign that highlights existing strengths, celebrates new accomplishments, builds momentum and re energizes the buzz about downtown s renaissance. o Fully integrate marketing tactics, including but not limited to: PR, Special Events, Sale Promotion, Collateral Materials, and Advertising etc. o Leverage special opportunities. Objectives o Enhance overall image of downtown as a valuable asset for the region. o Increase awareness and usage of specific opportunities to enjoy all aspects of the downtown experience (live, work and play). Goals o Success should be reflected through growth in traffic, sales and both residential and commercial occupancy as well as increases in leasing inquiries, positive media coverage and website activity. Improved perceptions measured through market surveys. Product Downtown Lifestyle o Retail/Restaurants o Downtown Living (Condos & Apartments) o Office Space o Events/Culture
3 Focus (not exclusively but primarily) o The best of what s here o What s new o What s exclusive to downtown o Specific products/businesses o People o Districts Target o Regional and Local Market Metro Residents, Adults o Specific Messages may focus on special customer groups such as Suburban Office Workers, Festival goers, and tourist (Napa and Premium Outlet Shoppers) Message o Showcase attributes that uniquely define downtown and provide distinct advantages to suburban alternatives. o Allow target audiences to relate personally to downtown and highlight specific opportunities to enjoy the downtown experience o The five Cs of downtown Cosmopolitan Urban, sophisticated, diverse (people, environment and experiences), energetic Character History and architecture. A rich tradition and unique, high quality physical environment with a genuine sense of authenticity. Culture With a capital and small C, i.e. concerts, theater, art and architecture as well as sports, special events, restaurants, galleries and shops. Convenience Central Location; Easy Access (highways and public transportation), Close to attractions, amenities and services; Close to clients, vendors, employees. Walkability. Community A sense of being part of a neighborhood and part of the renaissance of downtown, Scope of Work The scope of work will include the following: Serve as DVBID s expert advisor for the development and implementation of marketing strategies for its primary mission of increasing traffic in Downtown Vacaville Develop a marketing plan focused on achieving DVBID s Marketing Goals Conduct market research to identify target demographic segments with the highest potential to reaching DVBID s goals Provide a written media guide for outlets that best use our marketing dollars and reach target demographics Provide next steps to expand marketing efforts as DVBID s marketing budget increases Making recommendations on brand advancement Response Requirements (minimum requirements)
4 For ease and efficiency of review, DVBID has specified the numbering protocol below for bidders. Please follow this numbering protocol exactly, and do not re number, insert numbers, or otherwise modify the sequence. Responses that do not follow this numbering order will not be considered. 1. Company profile a) Name of the business, contact person, and contact information: Provide address, telephone, mobile telephone number, fax number, e mail address, and web address, as applicable. b) Statement of ownership: Describe the type of business entity (sole proprietorship, corporation, LLC, or other), and list the majority and minority owners. c) List of subcontractors. If applicable, provide company name, contact person, address, and telephone number, and intended percentage of work to be performed by any subcontractor. 2. Qualifications a) Provide a brief description of your firm, including its founding and history; number of employees; service areas; and, awards or other forms of recognition. b) Provide a description of your work process. c) Special consideration: Describe the experience with and knowledge of main street communities among your firm s personnel, in the context of their careers. d) Special consideration: Describe the experience with and knowledge of travel and tourism, in the context of their careers. e) Special consideration: Describe the experience with and knowledge of small city branding among your firm s personnel, in the context of their careers. f) Special consideration: Describe why and how your firm is uniquely positioned to serve as DVBID s lead marketing strategist and advisor. 3. Experience and ability to perform this work a) Describe the approach your firm would undertake to successfully complete the tasks described in the Scope of Work b) Provide examples of relevant work and / or case studies. c) Provide a minimum of three (3) client references. d) Provide a list of personnel who would be assigned to DVBID work, along with their credentials and experience. 4. Pricing a) Provide a schedule of fees for all relevant services described in the Scope of Work including cost of Ongoing Consulting, Management, and Strategy Development. b) Based on your approach, provide an estimate of the annual number of hours required for each service area described in 4a. Questions Individual questions regarding this RFP will be responded to only as follows: Questions regarding requirements and scope of work will be accepted up to 5 p.m. on Friday, October 27, 2017 via only, at donald.burrus@cityofvacaville.com. Answers to all questions received by this deadline will be sent via . Award DVBID reserves the right to alter the timing of the start of any work described above, to not proceed with some or all of the work, and to contract with more than one vendor for services described within
5 this RFP. DVBID reserves the right not to award a contract for this RFP, and will not reimburse the cost incurred by bidders who respond to this notice. Anticipated Selection Schedule RFP Distributed October 9, 2017 Question & Answer Period October 9 October 23, 2017 Proposal Due Date November 4, 2017 Interviews November 13 17, 2017 Contractor Selection November 24, 2017 Commencement of Contract December 2, 2017 Protocols for Preparing and Delivering Responses to this RFP Responses to this RFP must be delivered electronically to DVBID by 5 p.m. November 3, Responses submitted after 5 p.m. will not be accepted. Responses must be submitted electronically via to: Kseymour@thatsmybank.com, Kathleen@KathleenRamos.com or Ed@FoxProps.com with RFP Submission for Marketing Services in the subject line. Submissions should consist of one (1) PDF document containing all of the requested Information in the same order as the numbered Response Requirements listed above
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